Less is more.
As values ​​change through time,
liberate from general notions, choose minimal,
and aim for universal beauty.


Japanese standard R&D

1. Less-is-more formula design aiming for maximum effect with minimal ingredients

We are particular about even the base ingredient itself. It has to be functional, hypoallergenic and can be used on sensitive skin

2. Achieving a Natural Origin Index (*1) of 90% or above for all products

3. Cruelty-free (no animal testing)

4. Considering the environment and safety, 22 kinds of ingredients (*2) in total, such as petroleum-based surfactants, ethanol, synthetic fragrances/essential oils, and mineral oils, are not used at all

(*1) Percentage of naturally derived ingredients in all ingredients in the product, based on the provisions of ISO16128 international standard (*2) Preservative paraben, synthetic fragrance/essential oil, ethanol, mineral oil, UV absorber, colorant, petroleum-based surfactant, quadrupedal animal-derived ingredient (excluding whey and milk), genetically modified plant-derived ingredient, organic solvent (acetone etc.), retinol, sulfuric acid compound (sodium laureth sulfate/sodium lauryl sulfate/ammonium laureth sulfate etc.), phthalate, benzalkonium chloride, ethylenediaminetetraacetic acid (EDTA), butylhydroxyanisole (BHA)/dibutylhydroxytoluene (BHT)/toluene, ethanolamine (MEA/DEA/TEA), hydroquinone, methylisothiazolinone/methylchloroisothiazolinone, triclosan/triclocarban, aluminum powder, resorcinol


No new trash

5. Strive to improve the recycling rate (*3) of packaging to help the recycling of global resources

6. Reduced packaging weight, reducing waste and CO2 during transportation

Reducing the amount of material consumed by reducing weight and striving towards carbon neutrality

7. Consider the environment and minimize the use of adhesives and inks

Vegetable ink is used for box printing

8. Select materials that are easy to recycle from the perspective of the product life cycle

Use materials that become resources again as it is, such as mono-material paper envelope (delivery envelope), 100% recycled PET (bottle), and corrugated cardboard that uses FSC-certified paper for the printing surface (product package)

(*3) Weight ratio of recycled materials used for containers and boxes